Building a Solid Base: Connecting the Dots

Editor's Notes

• #2: My name is Michelle Kershner, I am the marketing & communications Manager for Visit Frederick, and today I’m going to tell you a delicious love story.
• #4: My name is Michelle Kershner, I am the marketing & communications Manager for Visit Frederick. I work with a number of things…writing, updating the website, working with our partners, developing reports, press releases, printed materials, working with the media, organizing press tours, develop blog posts, snapping, some video, social media, and “other duties as assigned.” I’m telling you this, because like many of you, I wear many hats. I’m busy and social media ISN’T my first responsibility when I go to work. But, also like many of you, I am in the trenches with this stuff and have learned a few things about how to make this work alongside our other marketing efforts.
• #5: 1-2
• #6: Combine 3-9
• #8: What users are looking for.How long twitter vs. facebook.
• #9: LOL @BillyThekid is an #Outlaw now! ow.ly/hw5ac'I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing."  --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!"  --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.@HeiskellJones I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw #wildwest @BillyTheKid Sorry to hear that Billy #wildwest@HeiskellJones Funny thing, the law #wildwestNew outlaws in #wildwest RT @BillyTheKid: I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw.#wildwest #justice RT @OutlawPat RT @BillyTheKid: I’m outlawed and it wasn’t long since I was a law and old Pat an outlawWild West of Social Message – Who owns the message?''I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing."  --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!"  --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.
• #10: 400 million tweet-per-day barrier,
• #11: Free Online photo editing toolsPicMonkeyPhotoshop Express EditoriPiccy
• #12: Expand this…2 slides
• #13: Expand this…2 slides
• #14: One Way to Avoid the Festival of Confusion – Close the Loop. All messages lead to somewhere and point to other places where you can engage in a different way.
• #15: Connecting the dots…don’t know what this shape is…But the way you communicate something allows an image to take shape.The more you connect, the more your message comes into focus.
• #16: 400 million tweet-per-day barrier,
• #17: http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
• #18: Animations buttons to pull out things.Use
• #19: Animations buttons to pull out things.Use Free Online photo editing toolsPicMonkeyPhotoshop Express EditoriPiccy
• #21: http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
• #22: http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
• #23: http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
• #24: http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
• #25: Tools to communicate your message…sure there are more.
• #27: Photo of Lindsay winning her awardLink: “Learn more about this award” or “Learn more about Lindsay and why she’s a part of our team” to more about the award or to a page on your site with staff bios.
• #28: Photo of Lindsay winning her awardLink: “Learn more about this award” or “Learn more about Lindsay and why she’s a part of our team” to more about the award or to a page on your site with staff bios.
• #29: 400 million tweet-per-day barrier,
• #31: Talk this way
• #33: Email sample
• #34: Talk this way
• #35: Talk this way
• #36: Connecting the dots…don’t know what this shape is…But the way you communicate something allows an image to take shape.The more you connect, the more your message comes into focus.
• #37: ‘More orderly messaging – 'I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing."  --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!"  --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.
• #38: Thank you! We’d like to open the floor to questions for either myself, Michele or Bryan.